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Psychology of Advertising - Extensive summary of all lectures (english)
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- Universiteit Leiden (UL)
Extensive summary of all lectures (english)
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Voorbeeld 3 van de 23 pagina's
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Voorbeeld van de inhoud
Psychology of Advertising college 1Advertising: sending and receiving
The definition of advertising: advertising is any form of paid communication by an
identified sponsor aimed to inform and/or persuade target audiences about an organization,
product, service of idea.
Goal: Functions of advertising
1. Existence of television programs, newspapers, magazines, and public events.
These events and programs are sponsored by advertisements. They might not exist
without advertisement.
2. Employment. Jobs in advertising.
3. Information function, for example information about new products and prices.
4. Persuasion function. This entails that advertisers want to form, strengthen, or change
attitudes through advertising, which can change their consuming behavior.
Effects of advertising – advertising influences people in three ways:
1. Cognitive: the recognition and memory of the ad, brand, or product. You want people
to remember the product. Also, beliefs and thoughts about the ad, brand, or product.
You want people to have positive beliefs.
2. Affective: product liking and creating an emotional response to an ad, like interest.
3. Behavioral: you want to create purchase intention, and influence people to buy a
product or act in a certain way (for example to behave mor environmentally friendly)
Goal: Hierarchical models of advertising
According to the DAGMAR model, there is a hierarchy of steps (in the blue boxes). This has
a specific order (these hierarchical models are now criticized.)
As a response to hierarchical, another model was made. This model describes the process in a
different way. It emphasizes that the order differs per product. The Feel-Cognition-Behavior
model works with high and low involvement, think, and do. These factors influence the
order.
,Goal: Phases of processing
There are four stages of progressing, these go from unconscious/automatic to
conscious/reflective.
1. Preattentive processing (unconscious, scanning): often, consumers learn about
products incidentally, here not much attention is paid to the information. But this still
has impact through unconscious/implicit processes, it goes to the implicit memory,
and it can be retrieved later on.
a. Perceptual/conceptual processing: preattentive processing can rely on
perceptual analysis, which entails physical features like colors or contours, or
conceptual analysis link product use and the usage situation. This can even
have an effect if a product looks perceptually different from the ad.
Conclusion of a related experiment: memory is mainly based on concept, and
not necessarily on physical features.
b. Hedonic fluency: the subjective ease with which a stimulus can be perceived
and processed. There are two types. Perceptual: like a more easy to read font,
this is more fluent than a less easy to read font. Conceptual: like an athlete is
presented with a sports drink, which is more likely, than an athlete with a
hamburger. Familiarity: more familiar things are more fluent.
c. Mere exposure effect: you prefer things you are more familiar with. Neutral
object repeated exposure positive feelings/evaluation
2. Focal attention (little more involvement): after noticing a stimulus, it may be
brought into conscious awareness where it is identified and categorized.
a. Voluntary attention: you have to be motivated (interesting, relevant), and
you have to be able to (there is no time pressure or distraction).
b. Involuntary attention: stimuli need special features that make them stand out
from the background and capture conscious attention. This especially has an
effect when processing motivation is low. There are three classes of stimuli
features that attract consumer attention:
i. Salience: the extent to which a stimulus is noticeably different from its
environment:
, The red dot is more different. Humor is also a type of salience!
ii. Vividness: vivid stimuli do not depend on the context. They are
emotionally very interesting. Also, they are concrete and image
provoking. Lastly vivid stimuli are proximate in a temporal or spatial
way (soon or close).
iii. Novelty: the extent to which information is unfamiliar and unexpected.
This produces a surprise response, which results in extended reasoning.
Surprise can be positive or negative.
3. Comprehension: The stage where people understand the message. This stage is very
important for achieving persuasion, especially when people need to think about the
information. (80% of messages are initially miscomprehended). Sometimes a lack of
understanding is not a problem: truth effect of advertising: people tend to
uncritically accept information, even when certain elements are not fully
comprehended. Especially when distracted or unmotivated.
4. Elaborative reasoning (full consciousness, high consumer motivation and
ability): stimulus is actively related to previously stored consumer knowledge.
a. Extent of thinking: how superficial or deep are you thinking about the
ad/product/brand
b. Valence of thinking: how negative or positive are you thinking about the
ad/product/brand
c. Object or thinking: about what are you thinking
i. Self-schema: the way you think about yourself (values, beliefs). When
an ad is congruent with your self-schema, you will be more likely to
focus on the advertisement, and more likely to think about it.
Persuasion depends on strong arguments
ii. Meta-cognition: people reflect on their own thoughts and draw
inferences from that
iii. Ease of retrieval: ease with which product- and brand-related
information can be retrieved from memory. This is a meta-cognitive
process that influences persuasion. It’s also a form of hedonic fluency.
Goal: Processing phase can be influenced
These four stages can be influenced by how a product is advertised.
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